So you think 16-24 year old are to reach? Really, all you need to assemble are wild stunts, music culture and the followers of a top YouTuber.
If you’re working on an ad campaign, add in a cool idea that will get them coming back to you. Bartle Bogle Hegarty ticked all four boxes with its UK campaign for KFC’s snacking menu and 99p VIP loyalty app, Colonel’s Club, which offers users deals on food and – as part of the campaign, a chance to win tickets to the campaign’s climactic gig during the UK’s summer – in return for buying anything from KFC’s 99p snacking menu via the app.
The YouTube series, Around the World in 99 Gigs, follows follows YouTuber, Callux, and presenter, Charlotte de Carle on a manic tour of the world to get inside the (mad) heads of the coolest and craziest undiscovered musos on the planet.
There are 11 episodes in 11 different locations in the campaign so far.
Credits:
Agency: Bartle Bogle Hegarty
Creative director: Hamish Pinnell
Creatives: Olivia Shortland, Steph Flynn, James Rafter & Myles Vincent
Strategy director: Tom Roach
Strategist: Lucian Trestler
Business lead: Sian Cook
Account director: Leo Sloley
Account manager: Maya Nash-Herod
Production lead: Natasha Bloom
Producer: Natasha Bloom
Assistant producer: Zaf Choudhury
Production company: Black Sheep Studios
Director: Tom Green
Executive producer: Anthony Austin
Producers: Dan Keefe & Alex Hedges
DoP: Chris Ross
Post production: Black Sheep Studios & Absolute Post
Post producer: Thom Godsill
Editing: Black Sheep Studios
Sound: Factory
Animator/illustrators: Steve West & Lazy Chief
Social account director: Suzanne Tennant
Social strategist: Tom Hargreaves
Social analyst: Jack Colchester
Community manager: Tom Cauvain
Digital producer: Adam Overton
Interactive producer: Kate Sutherland
ECRM account manager: Jemma Davies
ECRM strategist: Ed Hayne
